How to Build an Effective Content Strategy
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How to Use LinkedIn Company Pages & Groups
- 90% of professionals use social media to get access to thought leadership & information they couldn’t get elsewhere. SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010
- 3 out of 4 professionals rely either lightly or heavily on professional networks to support business decisions. SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010 2
- 81% of LinkedIn members prefer to have separate social networks for their personal and professional lives. SOURCE: LINKEDIN AUDIENCE 360 SURVEY, US, AUGUST 2011 3
- How to Master LINKEDIN for Marketing Session 1: How to Use LinkedIn Company Pages & Groups #MasterLi 4
- Your Presenters: Scott Engelman Mike Volpe Director of Online Marketing CMO @LinkedIn @HubSpot 5
- Today’s Agenda: 1 Create a Company Presence 2 Attract Followers 3 Keep Your Followers Engaged 4 Amplify through the Network 5 Analyze & Refine 6
- CREATE COMPANY PRESENCE
- Add Your Company’s Information 1 Choose designated users to be your page admins. 2 Add your company info & a URL.
- Add Your Company’s Information 3 Add a company description. 4 Add your company specialties.
- Improve Your Overview & Products & Services Tabs PRODUCTS & SERVICES TAB OVERVIEW TAB
- Customize Content By Persona
- Customize Content By Persona
- It’s Easy to Create a New Persona
- Collect Recommendations
- Goals of Products & Services Tab 1 Showcase Products (or Other Content) 2 Generate Social Recommendations 3 Send Traffic to Your Website 4 Drive Leads to Your Business
- HOW TO ATTRACT FOLLOWERS
- Companies with most EFFECTIVE ENGAGEMENT need to have a minimum of 100-200 followers. LinkedIn tip 17
- Three Easy Steps to Get Started: 1 Invite your family, friends & coworkers first. 2 Reach out to people through existing means of communication—email, phone, in person, etc. Mention your LinkedIn Company Page 3 across your website & other channels. 19
- Add A Follow Company Button to Your Web Site
- Run An Email Campaign to Drive Following INCLUDE A DIRECT CALL-TO-ACTION. CONSIDER OFFERING AN INCENTIVE. PROVIDE CONCRETE BENEFITS.
- Invite Industry Thought Leaders IDENTIFY THOUGHT SEND THEM PERSONAL ENCOURAGE THEM LEADERS. INVITES. TO FOLLOW YOUR COMPANY PAGE
- How to Use Groups for Follower Growth ENGAGE WITH PEOPLE FROM COMPANIES YOU FOLLOW. REFER THE COMPANIES IMPORTANT TO YOUR BUSINESS. PARTICIPATE IN DISCUSSIONS.
- Promote on Other Marketing Materials BUSINESS CARDS, FLYERS & EMAIL SIGNATURE EBOOKS, WHITEPAPERS AND GUIDES PRESENTATIONS AND EVENT MARKETING COLLATERAL
- HOW TO KEEP YOUR FOLLOWERS ENGAGED
- The QUESTIONS that customers ask you are one of the best places to start for your updates. 28
- Share Information Your Followers Care About USE QUESTIONS
- Give Your Followers Clear Directions ENCOURAGE THEM TO TAKE ACTION, SUCH AS “SIGN UP,” “LIKE” OR “DOWNLOAD.”
- Test Best Times to Post POST ON WEEKDAYS. IS YOUR COMMUNITY ENGAGED IN THE MORNINGS? POST AT LEAST ONCE A DAY.
- Best Practices for Status Updates 1 Use links & images in your status update. 2 Make your updates short. 3 Tell your followers what action to take.
- AMPLIFY THROUGH NETWORK
- MARKETING FACT There are 1M Groups on LinkedIn.
- Example of a LinkedIn Group:
- Customer Engagement Through Local LinkedIn Groups:
- Best Practices for LinkedIn Groups 1 Stay active! 2 Engage people in thought leadership discussions. 3 Set guidelines for discussions. 4 Content creation.
- ANALYZE & REFINE
- Ensure You’re On the Right Track Check your Followers Statistics on an ongoing basis
- Measure Engagement Check LinkedIn stats to keep engagement in the core of your strategy
- Available Metrics 24h After Posting Impressions, clicks and level of engagement
- Gain Insights about Your Followers Analyze demographic information about followers
- Keep Track of ROI See connection between LinkedIn marketing and real business results
- Search Engine Optimization Blogging & Social Media Lead Generation Lead Management Email & Automation Marketing Analytics
- 3 2000 7 50+ 6 15 0 breakout inspiring small reasons days inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals REGISTER TODAY! www.InboundConference.com www.InboundConference.com
- THANK YOU. 48
- POST YOUR QUESTIONS: http://bit.ly/HS-LI-GROUP
